This document discusses marketing, public relations, and brand promotion. It provides explanations and examples of key concepts.
Market research gathers information about target markets and customers. It is important for gaining a competitive advantage through understanding market size and identifying customer needs. Market analysis further explores market dynamics to determine trends and opportunities. Marketing strategy establishes long-term objectives and plans to reach goals and attract customers.
Advertising is crucial for raising awareness of products and services. Social media has become a primary channel for advertising through paid promotions. Brand promotion can boost loyalty, sales, and competitiveness through endorsements, advertising, and building relationships with customers. Managing messaging in public relations is important to maintain a consistent story that presents products, people,
Fashion analyst, Marketing Promotions, Make your own brand.Sharif Bhuiyan
The document is a marketing assignment submitted by Saha nuaz Sharif that discusses various marketing topics including the job of a fashion analyst, marketing, marketing concepts, marketing promotions, and strategies for creating a clothing brand. It provides details on the responsibilities of a fashion analyst in utilizing digital information to predict trends. It also defines key marketing terms like needs, wants, demands, and discusses the marketing concept of satisfying customer needs. The document proposes objectives and ideas for promotional activities and strategies the student would employ to create and market their own clothing brand called "Fashion Paradise".
This document discusses several key marketing concepts:
1) It explains why understanding clients and their requirements is important for marketing, as this helps build relationships and negotiate better solutions.
2) Understanding the market through research on competitors, products, audiences and gaps is discussed. SWOT analysis and audience profiling are introduced as useful tools.
3) The four elements of the marketing mix - product, price, place, and promotion - are defined in detail.
4) An example of marketing materials used by the magazine "Take a Break" is provided, focusing on how print works well for their target audience.
The pre-approach phase in the sales process allows sales executives to collect and evaluate information about prospects before directly communicating with them. This helps the salesperson understand the prospect's needs and views in advance. At this stage, the seller seeks information about the prospect's company, business needs, decision makers, and buyers. The seller also decides on the best contact method and plans an overall sales strategy. Collecting rich data from various sources during pre-approach guarantees the salesperson has proper understanding to identify the right time to approach the prospect and make the sales process more efficient.
Market research collects information about customers to ensure products meet their wants and needs profitably. Without understanding customers, many businesses fail. Market analysis studies a market's size, growth, costs, distribution channels, trends and success factors. Marketing strategy coordinates long-term activities like advertising across media to reach large audiences. Advertising raises awareness and increases sales by informing people of new products. Brand promotion builds customer loyalty through increasing awareness of what makes a brand unique.
5 step approach to successful marketing researchbabar mushtaq
The document outlines the 5 steps of the marketing research process: 1) Defining the problem, 2) Analyzing the situation, 3) Getting problem-specific data, 4) Interpreting the data, and 5) Solving the problem. It emphasizes that properly defining the problem is critical, as researching the wrong problem wastes time and resources. Secondary research including informal discussions can help define the problem and determine if primary research is needed. Primary research methods include qualitative questioning, quantitative surveys, and observation. Proper interpretation and application of the research findings is necessary to solve the problem and guide marketing decisions.
Brand awareness is the extent to which a brand is recognized by potential customers and correctly associated with a particular product. It is a primary goal of advertising, especially in early stages. Brand awareness includes brand recognition, where consumers can identify a brand they've seen, and brand recall, where consumers can generate the brand from memory. Companies use various marketing channels like television, radio, newspapers, and social media to increase brand awareness and recognition among consumers in order to influence their purchasing decisions. Maintaining brand awareness through repeated exposure is important for companies to build customer loyalty and increase sales over time.
Marketing and PR functions involve market research, analysis, and promotion strategies. Market research collects information on target audiences through quantitative and qualitative methods to understand consumer wants. Market analysis interprets this research to identify market size, trends, and opportunities. Effective promotion strategies include advertising, branding, and events to raise product awareness and influence consumer purchasing.
This document discusses integrated marketing communications and the promotional mix. It defines integrated marketing communications as coordinating all promotional activities, like advertising, personal selling, sales promotion, and direct marketing, to provide a consistent message. It describes the different promotional elements a company can use: advertising, personal selling, public relations, sales promotion, and direct marketing. It also discusses how companies develop their promotional mix by considering their target audience and a product's life cycle stage.
Fashion analyst, Marketing Promotions, Make your own brand.Sharif Bhuiyan
The document is a marketing assignment submitted by Saha nuaz Sharif that discusses various marketing topics including the job of a fashion analyst, marketing, marketing concepts, marketing promotions, and strategies for creating a clothing brand. It provides details on the responsibilities of a fashion analyst in utilizing digital information to predict trends. It also defines key marketing terms like needs, wants, demands, and discusses the marketing concept of satisfying customer needs. The document proposes objectives and ideas for promotional activities and strategies the student would employ to create and market their own clothing brand called "Fashion Paradise".
This document discusses several key marketing concepts:
1) It explains why understanding clients and their requirements is important for marketing, as this helps build relationships and negotiate better solutions.
2) Understanding the market through research on competitors, products, audiences and gaps is discussed. SWOT analysis and audience profiling are introduced as useful tools.
3) The four elements of the marketing mix - product, price, place, and promotion - are defined in detail.
4) An example of marketing materials used by the magazine "Take a Break" is provided, focusing on how print works well for their target audience.
The pre-approach phase in the sales process allows sales executives to collect and evaluate information about prospects before directly communicating with them. This helps the salesperson understand the prospect's needs and views in advance. At this stage, the seller seeks information about the prospect's company, business needs, decision makers, and buyers. The seller also decides on the best contact method and plans an overall sales strategy. Collecting rich data from various sources during pre-approach guarantees the salesperson has proper understanding to identify the right time to approach the prospect and make the sales process more efficient.
Market research collects information about customers to ensure products meet their wants and needs profitably. Without understanding customers, many businesses fail. Market analysis studies a market's size, growth, costs, distribution channels, trends and success factors. Marketing strategy coordinates long-term activities like advertising across media to reach large audiences. Advertising raises awareness and increases sales by informing people of new products. Brand promotion builds customer loyalty through increasing awareness of what makes a brand unique.
5 step approach to successful marketing researchbabar mushtaq
The document outlines the 5 steps of the marketing research process: 1) Defining the problem, 2) Analyzing the situation, 3) Getting problem-specific data, 4) Interpreting the data, and 5) Solving the problem. It emphasizes that properly defining the problem is critical, as researching the wrong problem wastes time and resources. Secondary research including informal discussions can help define the problem and determine if primary research is needed. Primary research methods include qualitative questioning, quantitative surveys, and observation. Proper interpretation and application of the research findings is necessary to solve the problem and guide marketing decisions.
Brand awareness is the extent to which a brand is recognized by potential customers and correctly associated with a particular product. It is a primary goal of advertising, especially in early stages. Brand awareness includes brand recognition, where consumers can identify a brand they've seen, and brand recall, where consumers can generate the brand from memory. Companies use various marketing channels like television, radio, newspapers, and social media to increase brand awareness and recognition among consumers in order to influence their purchasing decisions. Maintaining brand awareness through repeated exposure is important for companies to build customer loyalty and increase sales over time.
Marketing and PR functions involve market research, analysis, and promotion strategies. Market research collects information on target audiences through quantitative and qualitative methods to understand consumer wants. Market analysis interprets this research to identify market size, trends, and opportunities. Effective promotion strategies include advertising, branding, and events to raise product awareness and influence consumer purchasing.
This document discusses integrated marketing communications and the promotional mix. It defines integrated marketing communications as coordinating all promotional activities, like advertising, personal selling, sales promotion, and direct marketing, to provide a consistent message. It describes the different promotional elements a company can use: advertising, personal selling, public relations, sales promotion, and direct marketing. It also discusses how companies develop their promotional mix by considering their target audience and a product's life cycle stage.
This document discusses various marketing and public relations techniques. It explains that understanding customers is key to success and companies should get feedback to meet customer needs. Marketing techniques like surveys, SWOT analysis, audience profiling and the 4 Ps (product, price, place, promotion) are discussed. Public relations tools like press releases, media packs, briefings and conferences are explained. The document also covers sponsorship, endorsements, events, merchandising and handouts. Understanding techniques like these can help companies effectively market and manage public relations.
The document outlines the key components of an effective social media marketing plan, including goals, strategies, and tactics. It discusses the importance of listening to understand audiences and competitors. The plan should include goals like building brand awareness, improving perception, and expanding loyalty. Strategies involve categorizing networks, comprehending audiences, conversing authentically, collaborating, and connecting. Tactics link goals to calls to action and focus on building brand advocates rather than just self-promotion. Spotify is used as an example to illustrate how goals and calls to action can be implemented through social platforms.
Gratification of new media in marketing a productsaurav kishor
Saurav Kishor submitted a dissertation on "Gratification of new media while marketing a new product" to Manipal University, Bangalore Campus in partial fulfillment of the requirements for a Bachelor of Journalism and Mass Communication degree. The dissertation was approved by the guide and director as it satisfied the academic requirements. Saurav conducted original research and analysis under the guidance of Dr. Nandini Lakshmikanta on how social media can be used effectively to market new products.
3 creative approaches to Influencer MarketingUpfluence
Chances are you’ve heard a lot about Influencer Marketing by now; its basic principles, its importance, and the ways to identify and contact influencers are clear to you. The consensus, however, is that there are only two ways to work with your influencers: pay for a sponsored article or post on their blogs and social media channels, or offer them free stuff so they can give it a try in front of their audiences.
These are very good ways to leverage your influencers’ networks and reach an audience you generally don’t have access to, but they’re certainly not the only ones. Here are 3 creative examples of what you can do to beef up your influencer marketing strategy, and win the blogosphere in an unexpected way that gives you the edge.
Marketing Concepts - 360 degree of marketing strategy Moses Gomes
This presentation highlights the different concepts of marketing excluding the 4P's. Also, along with the presentation I have highlighted some case studies for ease of understanding of the concepts. Concepts explained are as follows
Affiliate Marketing
Referral Marketing
Loyalty Marketing
Visual Marketing
Viral Marketing
Word – Of – Mouth Marketing
Relationship Marketing
Multi – Level Marketing
Peripheral Marketing
Umbrella marketing
Sample marketing
POS Marketing
Online marketing
Up-sale marketing
Direct marketing
Event marketing
Cross marketing
Inbound Marketing
Permission Marketing
Guerrilla marketing
Marketing is constantly changing in response to changes in customers, competitors, technology and regulations. Fewer than one third of the top 500 companies from 1957 still exist today due to this constant change. To succeed, companies must continually monitor changes in the market and respond through changes to their own marketing. Marketing involves understanding customer needs and wants in order to develop products and services to meet those needs, while effectively communicating to customers. Both an art and a science, marketing requires planning, segmentation, targeting, positioning and organization-wide involvement to be effective over the long term.
This document discusses several topics related to understanding consumer behavior and targeting markets. It explains that studying consumer behavior can help businesses understand risks and reduce them by learning why consumers act the way they do. Understanding consumer behavior also helps businesses be more consumer-oriented and choose appropriate resources. The document also outlines the four steps to defining target markets: identifying unmet needs, market segmentation, choosing specific markets, and product positioning. Finally, it discusses tools like security cameras that can provide insights into consumer behavior in stores.
The document discusses retail communication mix and methods used by retailers to communicate with customers. It covers the key functions of retail promotion programs which are to inform, persuade and remind customers. It then describes various communication methods including paid impersonal communication like advertising, paid personal communication through salespeople, unpaid impersonal communication using publicity, and unpaid personal communication through word-of-mouth. The document also discusses different elements of the retail communication mix like advertising, sales promotion, personal selling and publicity/public relations. It provides details on each of these elements and how retailers use them to promote their products and services.
Fashion Communication & Strategic Planning Course: Lesson 01Daniela Ghidoli
The course covers the strategic planning tools for developing integrated communication plans, media and creative, able to support product launches and/or brand development.
LESSON 1: The real life of a Strategic Planner
LESSON 2: How to launch a new magazine
LESSON 3: Focus on analysis: Brand, products & communication analysis
LESSON 4: Competitor Analysis
LESSON 5: The Traditional Media Landscape
LESSON 6: Media Selection
LESSON 7: How to brief a Strategy
LESSON 8: How to structure a Magazine Concept
LESSON 9: The Concept presentation
LESSON 10: How plan the discovery phase to develop the best concept
LESSON 11: Test
LESSON 12: The Digital Landscape
LESSON 13: The launch of a brand in the digital landscape
LESSON 14: Who is the target?
LESSON 15: Creative & UX Designer approaches
LESSON 16: Naming
LESSON 17: Build an app, web or mobile?
LESSON 18: UX Strategy
LESSON 19: Digital Media Strategy
LESSON 20: Media Planning
LESSON 21: Test
LESSON 22: The Events Jungle
LESSON 23: Audit for a Brand Event
LESSON 24: CRM strategy
LESSON 25: Building Emotion
LESSON 26: The Conversational Map
LESSON 27: The Audience Journey
LESSON 28: Simulation: the Agency Team is working
LESSON 29: Manage the risks: what is the ROI
LESSON 30: Final test
CONTEMPORARY ISSUES IN MARKETING Shivaji University SyllabusIshwar Bulbule
This document discusses the role and importance of advertising from different perspectives including manufacturers, middlemen, sales force, consumers, and society. It outlines the key benefits of advertising for each group. Manufacturers can increase and stabilize sales, maintain existing markets, and control product prices through advertising. Middlemen like retailers benefit from guaranteed quick sales and lower costs compared to salespeople. The sales force is aided by the background and self-confidence created by advertising campaigns. Consumers are guided in decision making and ensured better quality products at reasonable prices. Society gains from improved living standards, more job opportunities, and a sharing of knowledge. The document also discusses objectives, types and importance of advertising.
The document discusses the relationship between organizational mission, marketing plans, and sales. It states that a company's mission statement should provide the commercial logic for its products and services, and effectively guide the marketing strategy and goals. A strong mission helps with evaluating whether marketing decisions are consistent with the overall direction of the organization. Customer identification methods like CRM can provide insights into buying patterns to better target segments. While marketing aims to improve sales environment, sales focuses on specific interactions and transactions. Consumer behavior also influences marketing, so understanding factors affecting purchases is important for effective strategy.
ppt on Comparative study in between traditional and digital marketing.Khushpreet Singh
Digital marketing is becoming more popular than traditional marketing techniques. The document compares traditional marketing approaches like print advertising, billboards, and radio to digital approaches like social media, email, and content marketing. A survey found that most companies are allocating more of their marketing budgets to digital techniques and are seeing better returns. While traditional marketing is effective, digital marketing allows companies to reach larger audiences globally and track effectiveness more easily through analytics.
The document discusses several topics related to integrated marketing strategies:
1. It discusses the challenges of modern FMCG marketing and the need to adopt an integrated approach to meet these challenges.
2. It discusses how understanding shopper navigation and behavior can help identify opportunities to improve customer experience and increase sales.
3. It discusses how developing an e-marketing strategy that leverages different engagement tactics can help improve lead quality and conversions.
4. It discusses how creating an integrated marketing strategy for building materials can help deliver the right messages to stay ahead of competition in that product category.
Apollo Munich Health Insurance Company Ltd. is a private health insurance company in India established in 2007 through a joint venture between Apollo Hospitals Group and Munich Health. Originally launched as Apollo DKV Insurance Company Ltd. in partnership with DKV AG, it was later renamed to Apollo Munich Health Insurance in 2009 when Munich Health replaced DKV AG as the international partner. Apollo Munich Health Insurance offers a variety of individual and family health insurance, travel, and personal accident plans in India.
This document discusses marketing strategies and social marketing. It begins by defining marketing as activities that move goods and services to customers, such as market research, product design, packaging, and strategies like social media marketing. Direct marketing involves directly contacting customers to sell products without middlemen. Social marketing uses marketing techniques to promote social causes and influence behaviors that benefit individuals and society. It discusses the product, price, place, and promotion aspects of social marketing campaigns along with examples. Advantages include influencing behavior change and being cost-effective, while disadvantages include the long-term focus and lower chances of increasing sales.
1. Public relations is considered part of the marketing promotion mix and supports marketing objectives.
2. The marketing mix, also known as the 7Ps, includes product, price, place, promotion, people, process, and physical evidence. Promotion itself contains various forms of marketing communication like advertising, sales promotions, public relations, and personal selling.
3. From a marketing perspective, public relations seeks to improve, maintain, or protect a company's image through engaging various audiences to support business and marketing goals.
When target positioning for marketing, know your clients well enough to be your best friend. Make a clear definition of the type of person the business would appeal to. What are the likes, dislikes, experiences, and values of the prospect? What kind of energy is needed to appeal to them? Only then could you start targeting your search campaign.
This document provides an overview of key marketing and public relations concepts including understanding clients and markets, SWOT analysis, audience profiling, the marketing mix, and various public relations techniques. It defines terms like marketing, market research, SWOT analysis, audience profiling, the 4 Ps of marketing (product, price, place, promotion), press releases, media packs, events, endorsements, merchandising and more. Examples are given for each concept to illustrate how companies in different industries apply these strategies in practice.
Social media analysis can be used to improve branding campaigns in several ways:
1) It allows brands to uncover consumer perceptions of their brand and how those perceptions evolve over time by analyzing online conversations.
2) It provides intelligence on new product categories and insights for marketing strategies by assessing consumer awareness and adoption of new technologies from social media discussions.
3) It helps brands measure and strategically respond to their public perception and the broader consequences of brand crises by understanding sentiment over time compared to their industry.
The document provides guidelines for journalists from the National Union of Journalists (NUJ) on writing about various topics sensitively and without bias, including:
- Considering how to explain different ethnic/social groups to readers without negative portrayals.
- Guidelines for reporting on issues like race, immigration, and mental health with balance and factual writing.
- The NUJ code of conduct contains 12 guidelines for ethical journalism, including accuracy, protecting sources, avoiding plagiarism.
- The importance of word choice and connotation, using terms that do not marginalize or stereotype.
- The need for alternative readings of topics to avoid dominant cultural beliefs and challenge prevailing views.
- Maintaining credibility by focusing on
The document contains reviews of 5 different recipe cards. The reviewer likes how simple and easy to follow the first card is while also looking professional. They appreciate the second card's unique, child-friendly format but would add a photo. The third card's complex layout leaves too much negative space and the font is hard to read. The reviewer's favorite is the fourth card for its elegant, gothic style and range of fonts. The fifth card is praised for its minimal, quick-note style and decorative border.
The document discusses font choices and layout designs for magazines featuring interviews with football players. It analyzes magazines that interview Jose Mourinho and Steven Gerrard, noting similarities and differences in their designs. Key similarities included images of the players looking directly at the camera, and bullet pointed highlights of their interviews. Differences included the color schemes and whether the images took up the full page. The document also discusses font choices for its own magazine design, selecting bold sans serif fonts like 'Steelfish' and 'Gnuolane' that are tall and easy to read.
This document discusses various marketing and public relations techniques. It explains that understanding customers is key to success and companies should get feedback to meet customer needs. Marketing techniques like surveys, SWOT analysis, audience profiling and the 4 Ps (product, price, place, promotion) are discussed. Public relations tools like press releases, media packs, briefings and conferences are explained. The document also covers sponsorship, endorsements, events, merchandising and handouts. Understanding techniques like these can help companies effectively market and manage public relations.
The document outlines the key components of an effective social media marketing plan, including goals, strategies, and tactics. It discusses the importance of listening to understand audiences and competitors. The plan should include goals like building brand awareness, improving perception, and expanding loyalty. Strategies involve categorizing networks, comprehending audiences, conversing authentically, collaborating, and connecting. Tactics link goals to calls to action and focus on building brand advocates rather than just self-promotion. Spotify is used as an example to illustrate how goals and calls to action can be implemented through social platforms.
Gratification of new media in marketing a productsaurav kishor
Saurav Kishor submitted a dissertation on "Gratification of new media while marketing a new product" to Manipal University, Bangalore Campus in partial fulfillment of the requirements for a Bachelor of Journalism and Mass Communication degree. The dissertation was approved by the guide and director as it satisfied the academic requirements. Saurav conducted original research and analysis under the guidance of Dr. Nandini Lakshmikanta on how social media can be used effectively to market new products.
3 creative approaches to Influencer MarketingUpfluence
Chances are you’ve heard a lot about Influencer Marketing by now; its basic principles, its importance, and the ways to identify and contact influencers are clear to you. The consensus, however, is that there are only two ways to work with your influencers: pay for a sponsored article or post on their blogs and social media channels, or offer them free stuff so they can give it a try in front of their audiences.
These are very good ways to leverage your influencers’ networks and reach an audience you generally don’t have access to, but they’re certainly not the only ones. Here are 3 creative examples of what you can do to beef up your influencer marketing strategy, and win the blogosphere in an unexpected way that gives you the edge.
Marketing Concepts - 360 degree of marketing strategy Moses Gomes
This presentation highlights the different concepts of marketing excluding the 4P's. Also, along with the presentation I have highlighted some case studies for ease of understanding of the concepts. Concepts explained are as follows
Affiliate Marketing
Referral Marketing
Loyalty Marketing
Visual Marketing
Viral Marketing
Word – Of – Mouth Marketing
Relationship Marketing
Multi – Level Marketing
Peripheral Marketing
Umbrella marketing
Sample marketing
POS Marketing
Online marketing
Up-sale marketing
Direct marketing
Event marketing
Cross marketing
Inbound Marketing
Permission Marketing
Guerrilla marketing
Marketing is constantly changing in response to changes in customers, competitors, technology and regulations. Fewer than one third of the top 500 companies from 1957 still exist today due to this constant change. To succeed, companies must continually monitor changes in the market and respond through changes to their own marketing. Marketing involves understanding customer needs and wants in order to develop products and services to meet those needs, while effectively communicating to customers. Both an art and a science, marketing requires planning, segmentation, targeting, positioning and organization-wide involvement to be effective over the long term.
This document discusses several topics related to understanding consumer behavior and targeting markets. It explains that studying consumer behavior can help businesses understand risks and reduce them by learning why consumers act the way they do. Understanding consumer behavior also helps businesses be more consumer-oriented and choose appropriate resources. The document also outlines the four steps to defining target markets: identifying unmet needs, market segmentation, choosing specific markets, and product positioning. Finally, it discusses tools like security cameras that can provide insights into consumer behavior in stores.
The document discusses retail communication mix and methods used by retailers to communicate with customers. It covers the key functions of retail promotion programs which are to inform, persuade and remind customers. It then describes various communication methods including paid impersonal communication like advertising, paid personal communication through salespeople, unpaid impersonal communication using publicity, and unpaid personal communication through word-of-mouth. The document also discusses different elements of the retail communication mix like advertising, sales promotion, personal selling and publicity/public relations. It provides details on each of these elements and how retailers use them to promote their products and services.
Fashion Communication & Strategic Planning Course: Lesson 01Daniela Ghidoli
The course covers the strategic planning tools for developing integrated communication plans, media and creative, able to support product launches and/or brand development.
LESSON 1: The real life of a Strategic Planner
LESSON 2: How to launch a new magazine
LESSON 3: Focus on analysis: Brand, products & communication analysis
LESSON 4: Competitor Analysis
LESSON 5: The Traditional Media Landscape
LESSON 6: Media Selection
LESSON 7: How to brief a Strategy
LESSON 8: How to structure a Magazine Concept
LESSON 9: The Concept presentation
LESSON 10: How plan the discovery phase to develop the best concept
LESSON 11: Test
LESSON 12: The Digital Landscape
LESSON 13: The launch of a brand in the digital landscape
LESSON 14: Who is the target?
LESSON 15: Creative & UX Designer approaches
LESSON 16: Naming
LESSON 17: Build an app, web or mobile?
LESSON 18: UX Strategy
LESSON 19: Digital Media Strategy
LESSON 20: Media Planning
LESSON 21: Test
LESSON 22: The Events Jungle
LESSON 23: Audit for a Brand Event
LESSON 24: CRM strategy
LESSON 25: Building Emotion
LESSON 26: The Conversational Map
LESSON 27: The Audience Journey
LESSON 28: Simulation: the Agency Team is working
LESSON 29: Manage the risks: what is the ROI
LESSON 30: Final test
CONTEMPORARY ISSUES IN MARKETING Shivaji University SyllabusIshwar Bulbule
This document discusses the role and importance of advertising from different perspectives including manufacturers, middlemen, sales force, consumers, and society. It outlines the key benefits of advertising for each group. Manufacturers can increase and stabilize sales, maintain existing markets, and control product prices through advertising. Middlemen like retailers benefit from guaranteed quick sales and lower costs compared to salespeople. The sales force is aided by the background and self-confidence created by advertising campaigns. Consumers are guided in decision making and ensured better quality products at reasonable prices. Society gains from improved living standards, more job opportunities, and a sharing of knowledge. The document also discusses objectives, types and importance of advertising.
The document discusses the relationship between organizational mission, marketing plans, and sales. It states that a company's mission statement should provide the commercial logic for its products and services, and effectively guide the marketing strategy and goals. A strong mission helps with evaluating whether marketing decisions are consistent with the overall direction of the organization. Customer identification methods like CRM can provide insights into buying patterns to better target segments. While marketing aims to improve sales environment, sales focuses on specific interactions and transactions. Consumer behavior also influences marketing, so understanding factors affecting purchases is important for effective strategy.
ppt on Comparative study in between traditional and digital marketing.Khushpreet Singh
Digital marketing is becoming more popular than traditional marketing techniques. The document compares traditional marketing approaches like print advertising, billboards, and radio to digital approaches like social media, email, and content marketing. A survey found that most companies are allocating more of their marketing budgets to digital techniques and are seeing better returns. While traditional marketing is effective, digital marketing allows companies to reach larger audiences globally and track effectiveness more easily through analytics.
The document discusses several topics related to integrated marketing strategies:
1. It discusses the challenges of modern FMCG marketing and the need to adopt an integrated approach to meet these challenges.
2. It discusses how understanding shopper navigation and behavior can help identify opportunities to improve customer experience and increase sales.
3. It discusses how developing an e-marketing strategy that leverages different engagement tactics can help improve lead quality and conversions.
4. It discusses how creating an integrated marketing strategy for building materials can help deliver the right messages to stay ahead of competition in that product category.
Apollo Munich Health Insurance Company Ltd. is a private health insurance company in India established in 2007 through a joint venture between Apollo Hospitals Group and Munich Health. Originally launched as Apollo DKV Insurance Company Ltd. in partnership with DKV AG, it was later renamed to Apollo Munich Health Insurance in 2009 when Munich Health replaced DKV AG as the international partner. Apollo Munich Health Insurance offers a variety of individual and family health insurance, travel, and personal accident plans in India.
This document discusses marketing strategies and social marketing. It begins by defining marketing as activities that move goods and services to customers, such as market research, product design, packaging, and strategies like social media marketing. Direct marketing involves directly contacting customers to sell products without middlemen. Social marketing uses marketing techniques to promote social causes and influence behaviors that benefit individuals and society. It discusses the product, price, place, and promotion aspects of social marketing campaigns along with examples. Advantages include influencing behavior change and being cost-effective, while disadvantages include the long-term focus and lower chances of increasing sales.
1. Public relations is considered part of the marketing promotion mix and supports marketing objectives.
2. The marketing mix, also known as the 7Ps, includes product, price, place, promotion, people, process, and physical evidence. Promotion itself contains various forms of marketing communication like advertising, sales promotions, public relations, and personal selling.
3. From a marketing perspective, public relations seeks to improve, maintain, or protect a company's image through engaging various audiences to support business and marketing goals.
When target positioning for marketing, know your clients well enough to be your best friend. Make a clear definition of the type of person the business would appeal to. What are the likes, dislikes, experiences, and values of the prospect? What kind of energy is needed to appeal to them? Only then could you start targeting your search campaign.
This document provides an overview of key marketing and public relations concepts including understanding clients and markets, SWOT analysis, audience profiling, the marketing mix, and various public relations techniques. It defines terms like marketing, market research, SWOT analysis, audience profiling, the 4 Ps of marketing (product, price, place, promotion), press releases, media packs, events, endorsements, merchandising and more. Examples are given for each concept to illustrate how companies in different industries apply these strategies in practice.
Social media analysis can be used to improve branding campaigns in several ways:
1) It allows brands to uncover consumer perceptions of their brand and how those perceptions evolve over time by analyzing online conversations.
2) It provides intelligence on new product categories and insights for marketing strategies by assessing consumer awareness and adoption of new technologies from social media discussions.
3) It helps brands measure and strategically respond to their public perception and the broader consequences of brand crises by understanding sentiment over time compared to their industry.
The document provides guidelines for journalists from the National Union of Journalists (NUJ) on writing about various topics sensitively and without bias, including:
- Considering how to explain different ethnic/social groups to readers without negative portrayals.
- Guidelines for reporting on issues like race, immigration, and mental health with balance and factual writing.
- The NUJ code of conduct contains 12 guidelines for ethical journalism, including accuracy, protecting sources, avoiding plagiarism.
- The importance of word choice and connotation, using terms that do not marginalize or stereotype.
- The need for alternative readings of topics to avoid dominant cultural beliefs and challenge prevailing views.
- Maintaining credibility by focusing on
The document contains reviews of 5 different recipe cards. The reviewer likes how simple and easy to follow the first card is while also looking professional. They appreciate the second card's unique, child-friendly format but would add a photo. The third card's complex layout leaves too much negative space and the font is hard to read. The reviewer's favorite is the fourth card for its elegant, gothic style and range of fonts. The fifth card is praised for its minimal, quick-note style and decorative border.
The document discusses font choices and layout designs for magazines featuring interviews with football players. It analyzes magazines that interview Jose Mourinho and Steven Gerrard, noting similarities and differences in their designs. Key similarities included images of the players looking directly at the camera, and bullet pointed highlights of their interviews. Differences included the color schemes and whether the images took up the full page. The document also discusses font choices for its own magazine design, selecting bold sans serif fonts like 'Steelfish' and 'Gnuolane' that are tall and easy to read.
The document summarizes three experiments in experimental photography conducted by Shania Carter. In the first experiment, Carter used flip tools and opacity levels in photographs of people to create a sense of reflection and movement. Feedback noted room for improvement in realizing intentions. The second experiment used multiple exposures and black and white photographs with layered images to represent fear and love. Feedback again noted room to better realize intentions. The third and final experiment used flip tools and editing techniques like levels and curves to create a powerful black and white image representing same sex love and fear through repetitive faces and movement between images. Carter felt this final image best realized the goals of representing fear through experimental photography.
This document discusses how media producers select content and define their target audiences. It provides examples of how different elements like images, words, colors, and fonts are used tailored to specific audiences. Images on the front covers of magazines are carefully chosen to represent the magazine's content and attract their target readers. Captions, headlines, and other text elements are also used to shape how audiences interpret and understand images. The layout, color schemes, and other conventions established "codes and rules" that publishers follow to engage their target demographics. Feedback from focus groups, panels, and complaints help publishers evaluate audience reactions and make improvements.
The document provides biographical information about Steven Gerrard from his Wikipedia page, including personal details like height and weight, his career honors and achievements, and quotes from other players praising Gerrard's abilities and impact. Key details mentioned are Gerrard scoring 113 goals for club and country, signing his first professional contract in 1997, being the only player to score in major cup finals in England and Europe, and earning praise from players like Ronaldinho, Zidane, and De Rossi for his all-around skills and leadership.
Grids provide guidelines for journalists to neatly layout pages with columns and spaces for photographs and text. Simple grids may have 2-3 columns while complex grids have more. Grids help ensure the page has a clean, organized appearance. There are three key grid terms: the overall grid structure, individual grid units for elements, and alleys or empty spaces between units.
This factual journalism piece reports on the Hillsborough inquests with a high level of accuracy and clarity. It avoids ambiguity by directly quoting police officers and reports. The register is both formal in its description of legal proceedings and informal when quoting individuals. Accuracy is essential given the sensitivity of reporting on a tragedy where people lost their lives.
This document discusses initial ideas for a sports drink bottle design. It describes the type of tall, grippy bottle that is easy for athletes to use after exercise. One idea is to put the logo on the side of the bottle like Lucozade, but there would be a lot of empty space around the text. Another idea is to include an image, but this may not resonate with consumers if the person in the image is unknown or the endorsement does not work well.
The document provides a marketing and PR presentation for a house music DJ named Rev. Dr. Elbert. It outlines the artist's background and objectives, which include becoming a globally recognized independent artist who performs at major venues. The target audience is described as 18-29 year olds who enjoy clubbing. Social media like Twitter and Facebook would be heavily utilized to engage fans, along with TV music channels, magazines like DJ Magazine, and radio stations that play house/dance music. Merchandise ideas mentioned include branded t-shirts, hats, headphones, and festival tickets.
This summary provides key personal and career details about Steven Gerrard from screenshots of his Wikipedia page. It lists his height, weight, honors including scoring in various cup finals, his first professional contract in 1997, and quotes praising his leadership and all-around playing ability from fellow players like Ronaldinho, Zidane, and De Rossi. The summary captures high-level information about Gerrard's career stats and accomplishments.
This document discusses marketing, public relations, and brand promotion. It provides explanations and examples of key concepts.
Market research gathers information about target markets and customers. It is important for gaining a competitive advantage through understanding market size and identifying product opportunities. Market analysis further explores market dynamics to determine trends and inform promotional strategies. Marketing strategy establishes long-term objectives and methods for gaining an early advantage through promotional activities. Advertising is crucial for raising awareness of products and services among consumers and target markets. Brand promotion links brands to other companies or celebrities to boost loyalty, sales, and competitiveness through methods like endorsement and advertising. Managing messaging in public relations is key to instilling a consistent story around a product or company and ensuring positive coverage
The document contains three mood boards created by Shania Carter for potential litter prevention campaigns. The first focuses on a surfer made of litter to highlight dirty beaches. It uses dark, gloomy colors and negative images to convey an urgent message. The second targets children through happy marine animal images to promote education. It explores merchandise like stickers. The third depicts a message in a bottle on beaches to powerfully show litter's impacts and call for change. Each explores font and color choices to best represent the theme and audience.
Shania Carter created a logo for the organization Surfers Against Sewage. The logo features overlapping surfboard noses in a circle to represent unity and working together. Carter used techniques like drop shadows and layering to make the logo appear three-dimensional. She targeted adolescents and surfers as the audience. For merchandise, Carter designed a t-shirt with a whale made of shapes for children under 7. She also designed a complex, abstract phone case design for older surfers as another merchandise item.
This document discusses font choices for various design products including a fanzine and tabloid. It notes that bold fonts were chosen so the text would stand out against red backgrounds. The font '1942 Report' was used for the fanzine because it has a grainy texture that fits the word "King". Many fonts were recycled from previous work or other designs because they worked well in black or white. Different typefaces were chosen to complement the content and look good together without being too spaced out. The document evaluates that the font choices for the fanzine specifically work well in order next to images and reading down the page while replicating the style of the targeted football club.
Task 4 mood board design for advertisingshaniajane
This document lists 5 different sports categories: football, cricket, aquatics, extreme sports, and tennis. It provides a high-level overview of sports without details about any specific sport. The document categorizes different athletic activities but does not analyze or compare the sports.
Shania Carter used Survey Monkey to create and distribute a 10 question survey about vegetarianism and food preferences to collect data for creating recipe cards. The survey was distributed to friends, classmates, and through social media. Survey Monkey allowed Carter to analyze responses, including breakdowns of gender, whether respondents were vegetarian, and reasons for dietary choices. Most responses came from males and non-vegetarians. Common preferences included Italian food, dishes using vegetables and Quorn over tofu, and shopping at Tesco. The survey provided useful information for deciding themes and target audiences for the recipe cards.
The document discusses color and design choices for an energy drink targeted towards football fans. It considers using the colors yellow, red, green, and white in the design. Red is seen as a prominent football color that signifies power and danger. Green represents the grass of football pitches. The document also discusses using images of crowds, trophies, and player celebrations in the advertising to emphasize the energy drink's name, which references the supportive "12th man" of football crowds. The can design may feature a football crest or shield with the drink situated in the middle.
The document contains summaries of responses to various questions about Steven Gerrard from surveys or interviews. The summaries indicate that respondents viewed Gerrard as a legend and inspiration for Liverpool due to his long career with the club, leadership as captain, and driving the team to trophies. They also suggested Gerrard comes across as humble and that his dedication was motivational for both the team and fans.
This document provides information about marketing and public relations functions. For marketing, it explains market research, market analysis, and marketing strategy using examples. Market research involves gathering information about customers to develop suitable products. Market analysis examines the long-term viability of a market. Marketing strategy outlines a planned approach to maximize profits and awareness. For PR, it discusses managing the message to convey the right information, and defines positive publicity as praise or commendation that can reassure customers.
This document provides information about marketing and public relations functions. It discusses topics such as market research, market analysis, marketing strategy, advertising, brand promotion, managing messages, positive publicity, spin, damage limitation, and lobbying.
For market research, it explains primary and secondary research methods like focus groups, interviews, and online questionnaires. It notes the importance of market research for understanding customer needs and maintaining competitiveness.
Market analysis involves analyzing strengths, weaknesses, opportunities, and threats from collected market research data. The goal is to determine a market's attractiveness now and in the future. Organizations evaluate evolving opportunities and threats relative to their own strengths and weaknesses.
Understanding clients and their requirements is important in marketing to produce work they will be pleased with. Communication must be kept open during production and clients should review progress to ensure the work matches their vision. Market research techniques like market segmentation help understand a market's consumers and competition to identify opportunities. A SWOT analysis examines a company's strengths, weaknesses, opportunities, and threats to plan improvements. Audience profiling provides demographic and behavioral information about typical clients to tailor marketing. Press releases aim to communicate newsworthy information to media organizations and should contain the who, what, when, where, why and how of an announcement.
The importance of digital marketing lies in the fact that it is inexpensive and offers a plethora of options to connect with potential customers all around the world. Content marketing, email marketing, and social media marketing all help to raise brand recognition and enlighten clients about your products/services.
Marketing involves market research to understand customer needs and interests. Market research methods include surveys, focus groups, and interviews. Market analysis examines competitors to determine strengths and weaknesses. A marketing strategy combines different techniques to promote a product and gain profit. Advertising creates awareness of a company and its products. Brand promotion uses media, merchandise, and other methods to promote a brand. Public relations aims to manage messaging and spread positive publicity. 'Spin' can twist the truth to persuade audiences. Damage limitation tries to minimize negative publicity from events. Marketing and PR events promote products and services to attract large audiences.
The document discusses various marketing and public relations techniques. It explains that understanding clients and their requirements is important for marketing. A SWOT analysis can help structure ideas by looking at strengths, weaknesses, opportunities, and threats. Audience profiling involves collecting information about customers like age, income, and lifestyle. The marketing mix has four elements - product, price, promotion, and place. Public relations techniques include press releases, media packs, briefings, conferences, handouts, interviews, and setting up photo opportunities. Networking and contacts are also important.
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This document provides explanations and examples of key marketing and public relations concepts. It discusses market research methods like focus groups that help businesses understand customer needs. Market analysis involves analyzing data on customer wants and competition to develop an effective marketing strategy. Advertising is important for raising brand awareness and preference through repetition and creative messaging. Brand promotion methods include television ads, samples, and branded merchandise. Positive publicity examples include Red Bull's publicity stunt. Public relations "spin" aims to shape audience perceptions. Damage limitation controls information to minimize negative impact of crises. Press interviews with customers promote organizations. Lobbying targets legislators and regulators to influence decisions affecting organizations.
This document provides an overview of marketing concepts and orientations. It discusses the evolution from a production concept to a marketing concept. The marketing concept focuses on understanding customer needs and wants to develop products and services, while the sales concept focuses more on selling existing products. It also introduces the societal marketing concept of considering social impacts. The document examines what can be marketed, including goods, services, ideas, and organizations. Finally, it discusses newer concepts like holistic marketing which takes a broader view of stakeholders.
The document provides information about marketing and public relations functions. It defines market research, market analysis, and marketing strategy and explains why they are important. It also discusses the importance of advertising and brand promotion. For public relations, it outlines key message management principles and defines positive publicity, spin, damage limitation, and lobbying. It provides examples for many of the concepts to help explain them.
The document provides information about marketing and public relations functions. It defines market research, market analysis, and marketing strategy and explains why they are important. It also discusses the importance of advertising and brand promotion. For public relations, it outlines key message management principles and defines positive publicity, spin, damage limitation, and lobbying. It provides examples for many of the concepts to help explain them.
The Fundamentals of Trade Marketing
Trade marketing is a form of business-to-business (B2B) marketing, in which companies attempt to market and sell their products to wholesalers, distributors, or retailers, rather than directly to consumers. Profitable trade marketing is contingent on a number of factors, from an awareness of retailer and consumer needs to the ability to formulate innovative and modern sales techniques. What follows are some of the fundamentals of trade marketing practices.
Marketing and PR play important roles for organizations. Marketing involves market research to understand customers, market analysis to examine loyalty and brand perception, and strategic planning to focus opportunities and achieve competitive advantages. PR manages public messages and seeks positive publicity through sponsorships, surveys, or tours. Both aim to promote brands, influence attitudes, and limit damage from negative situations through spin or reassurance during crises like oil spills. They create events and lobby politicians to publicize organizations and influence decisions benefiting their interests.
QuickMetrix is a powerful social listening tool that helps businesses and organizations to monitor their brand reputation, track relevant conversations, and gather insights on their audience. Social listening is the process of monitoring social media channels and other online platforms for mentions of a brand, product, or topic. QuickMetrix makes this process easier by providing a comprehensive dashboard that allows users to track and analyze social media conversations in real-time.
One of the key features of QuickMetrix is its ability to gather data from a wide range of sources, including social media platforms like Facebook, Twitter, Instagram, LinkedIn, and YouTube, as well as blogs, forums, and news sites. This allows users to get a complete picture of what people are saying about their brand, products, or industry, and identify trends and patterns that can inform their marketing and communication strategies.
QuickMetrix also allows users to create custom reports and dashboards, making it easy to share insights with team members or stakeholders. Users can set up alerts to notify them when specific keywords or topics are mentioned, allowing them to respond quickly to emerging trends or issues. This is particularly important for businesses that need to respond to customer feedback or address negative comments in a timely manner.
Overall, QuickMetrix is a powerful tool for businesses and organizations that want to monitor their brand reputation, track relevant conversations, and gather insights on their audience. Its comprehensive dashboard, sentiment analysis capabilities, and custom reporting features make it easy to stay on top of social media conversations and make data-driven decisions about marketing and communication strategies.
Discuss the role of marketing in a business organization techno assignment 2016Mandla handirisi
Marketing plays a vital role in business organizations in several ways. It helps identify and understand customer needs to develop new products and services. Marketing also determines the appropriate distribution channels and pricing strategies. Promotion through advertising, public relations, and social media helps increase brand awareness and sales. While marketing brings value, its high costs and potential for oversaturation can sometimes negatively impact businesses. Overall, effective marketing is essential for developing customer relationships, driving growth, and contributing to organizational success.
This document discusses marketing research techniques and strategies. It explains that market research involves gathering information about consumer needs through surveys, focus groups, interviews, observation, and trials. This research informs the development of an effective marketing strategy. A good strategy segments the market and prioritizes target groups. It also identifies competitors and looks for ways to improve based on trends. Proper market analysis is important for business success by ensuring efforts match customer needs and behaviors.
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The document discusses key concepts in marketing such as market orientations, approaches to marketing, pricing strategies, advertising, and media. It explains the production concept, product concept, selling concept, marketing concept, and societal concept as different market orientations that guide a company's planning approach. Various pricing strategies are also outlined, including demand pricing, competitive pricing, cost-plus pricing, penetration pricing, and price skimming. Advertising is defined as techniques used to promote products, services, or causes to the public. Media refers to communication channels like newspapers, television, radio, and the internet used to disseminate information.
The document discusses the role and evaluation of marketing in a corporation. It explains that marketing acts as a communicator between the corporation and customers to understand customer needs and satisfy them profitably. Marketing assists other departments like production, finance, human resources, and sales. It helps estimate demand, support management decisions, recruit and retain employees, and make sales more profitable. The four P's of marketing - product, price, promotion, and place (distribution) are also explained. Marketing benefits both corporations and society by developing products, creating competition, distributing products widely, expanding jobs, and conveying positive behavioral messages.
Marketing provides several benefits to organizations and society. For organizations, marketing helps increase sales and brand awareness by informing potential customers about new products. It also improves company reputation and encourages healthy competition. For society, marketing educates consumers, manages expectations, drives economic growth by promoting consumer spending, and models consumer behavior to advance research. Marketing also raises living standards by bringing new goods to market and creating employment opportunities while connecting consumers to producers.
Market research and analysis are important functions of marketing that provide companies with information about customer needs, market size and trends, and competition. Market research methods include surveys, focus groups, and interviews to collect both primary and secondary data. A market analyst's role is to develop and implement analytics and reporting to help marketing campaigns be more effective. Marketing strategy involves analyzing internal and external factors like the marketing mix, customer and competitor analysis, and using this information to set goals and objectives. Advertising is also important for organizations as it communicates information to consumers about available brands and products in order to drive trial, continuity, brand switching, and switching back.
This document discusses the key visual elements of an original logo representation. The logo has a compact, distinctive and abstract design with familiar shapes, block colors and little white space, making it easy to spot on a page. While the image is small, it conveys a positive, reflective big picture approach through its fun and colorful yet developmentally open to interpretation style.
The document discusses initial responses to social action. It was written by Shania Carter. In a concise manner, it likely outlines some early steps taken or considerations made regarding a social issue and how the author addressed or plans to address the matter.
The document analyzes and summarizes the key design elements of multiple soccer fanzines. It discusses the mastheads, fonts, layouts, pictures and writing styles used across several fanzines. For one Liverpool fanzine, it notes the faded masthead text, emblem, warning and font. It describes the bold sans-serif font and leading lines used in the main body text. It also analyzes the fonts, layout and interview format of an Arsenal fanzine, and the informal, biased writing and pictures used in another Liverpool fanzine.
The document provides guidelines for journalists around sensitive reporting topics such as race, immigration, and mental health from the National Union of Journalists (NUJ). It discusses the need for balanced, factual writing that avoids negative bias or judgments. It outlines examples of NUJ guidelines for race reporting, such as only mentioning race if relevant, avoiding offensive terminology, and exercising care around coverage of race relations issues. For immigration reporting, it advises using terms like "immigrant" cautiously and verifying claims from politicians. The document also discusses the NUJ Code of Conduct, which contains 12 guidelines for ethical journalism practices like fact-checking and avoiding conflicts of interest.
This document is a reflection by the author on several writing assignments they completed for a factual writing course, including a fanzine article, interview, and obituary about Liverpool footballer Steven Gerrard. For the fanzine article, the author felt they worked hardest on the product and found it easy to write in a chatty style for fans. The interview was quicker to complete but harder to layout, and reviewing work helped improve it. While the obituary was an interesting challenge to write in a formal style about a living person, time management was an issue and it was not fully completed. Overall the author felt they learned from the experience and could improve planning and reviewing their work in the future.
The document discusses bias in factual reporting and newspapers. It argues that bias can negatively impact the perception of events when facts are slanted to fit a particular agenda or viewpoint, as was the case with The Sun newspaper's coverage of the Hillsborough disaster. The biased coverage blamed victims and directed anger towards others to benefit political interests. While some level of bias is inevitable, facts should be separated from opinions to allow for open debate and prevent the distortion of truth.
This SWOT analysis examines a new music player's potential strengths in offering free music and partnerships with Spotify, but also identifies weaknesses in being too similar to Apple products and consumers' brand loyalty, as well as opportunities in expanding globally or targeting new markets but threats from Spotify's compliance, competition from Apple, and lack of market support.
The document discusses various marketing concepts including understanding clients and their requirements, market research techniques, SWOT analysis, audience profiling, the marketing mix of product, price, place and promotion, and different marketing materials and strategies such as advertising, sponsorship, endorsements, and events. Understanding clients helps build relationships and negotiate ideas. SWOT analysis assesses strengths, weaknesses, opportunities, and threats. Audience profiling provides demographic information. The marketing mix elements must be considered together to effectively market and position offers. Different marketing approaches aim to promote brands, products and influence consumers. Events can generate publicity but also carry risks.
This document outlines various production items including t-shirts, phone cases, logos, and a membership form. It discusses merchandise with t-shirts and phone cases, presents different logo ideas and final logo selections. The document also includes a campaign poster and recaps the final products.
This document contains information about joining the environmental charity Surfers Against Sewage (SAS), including a membership application form and information about renewing membership via direct debit or credit/debit card. The form requests contact details, date of birth, preferred payment method (direct debit or other options), and bank account or card details if paying by direct debit or card. It also includes SAS's branding elements like logo and slogans.
The document contains summaries of responses to various questions about Steven Gerrard from primary research. The summaries indicate that respondents viewed Gerrard as a legend and inspiration for Liverpool due to his long career at the club, leadership qualities, and passionate fan support. They suggest Gerrard's impact extended beyond just his on-field accomplishments to motivate and influence both Liverpool fans and the public. However, some responses note the criticism of Gerrard could be justified if he left the club for money rather than loyalty. Overall, the summaries show Gerrard had a profound effect on fans and is remembered fondly for his service to Liverpool.
Surfers Against Sewage (SAS) is a charity founded in 1990 by surfers to protect UK beaches and seas. They campaign on issues like marine litter, water quality, and climate change through volunteer beach cleans, research, and lobbying. Some of their impacts include extending sewage treatment on parts of the east coast. They hope to continue educating the public and sustainably managing the marine environment.
The document discusses the branding and marketing strategies of the Marine Conservation Society (MCS). It notes that the MCS logo features a dolphin and diver within a protective circle. It then analyzes some of the products and campaigns run by the MCS, including calendars, pins, cotton bags, and a program where children can "adopt" sea turtles. The document also discusses how the MCS aims to convey information to different audiences, including using simple language and images for children while providing more detailed information for adults.
The NSPCC campaign aims to raise awareness about child neglect and prevent it from occurring. The advertisement features an image of a newborn baby against a black background to elicit an emotional response from viewers. Words are displayed in all capital letters to shout the message and get attention. The positioning of the baby leaning towards the text encourages forming a personal connection. The techniques are intended to build understanding of neglect and support for parents to receive help in preventing it. Evidence suggests part of the reason for neglect is undiagnosed perinatal mental health issues in parents, so the campaign aims to strengthen support systems for new families.
The document discusses considerations for researching social action campaigns. It notes that sensitivity is needed when researching sensitive issues like child abuse as it could distress or discomfort participants. Problems that could be faced include not finding enough positive or negative examples to analyze, campaigns lacking sufficient information, or choosing an offensive or distressing topic. These issues could be overcome by selecting alternative campaigns or focusing on available statistics. The research would hypothetically be displayed as billboards near schools, on parenting websites, and through online distribution to raise awareness, but not through leafleting to avoid distress. Funding issues for an organization like Surfers Against Sewage could include insufficient public fundraising or restrictive sponsorship deals limiting project support.
The document discusses color scheme options for a new sports energy drink product. It evaluates various color options like red, blue, green, grey, yellow, black, and purple in terms of how well they represent the product and appeal to the target audience. Pink is ultimately selected as the main color as it is gender neutral, has a natural feel, and is unique compared to competitors. The author believes a pastel pink color scheme will stand out while still appealing to both male and female consumers.
The document compares advertisements from Lacoste, a clothing brand, and a supermarket clothing store. It also compares advertisements from Waitrose and Aldi supermarkets.
The Lacoste ad focuses on quality and style, using a model and subtle branding to portray an upscale image without displaying prices. In contrast, the supermarket ad directly shows prices, discounts, and focuses on value and affordability for average consumers.
The Waitrose ad emphasizes the quality of food through elegant photography of a prepared meal, appealing to older audiences. In contrast, the Aldi ad prominently displays low prices, name brands, and focuses on value and competition to draw customers from other major supermarkets by catering to cost-conscious consumers.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
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Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Lo1 workbook(2)
1. Understanding the Functions of Marketing and PR
Use this work book to help you explain the functions of marketing and public relations. You
should ensure you use additional examples to support your explanations.
Marketing
Market research is much like a strategy to gather information about target markets,
customers and demographics. It can be important in gaining competition over
competitors in business, with good market research companies can identify all the
areas including their market size, which can be a good factor in creating the actual
product and controlling the target market. Market research can be carried out in all
kinds of ways including socially in media and surveys to homes this is done primarily
and is classed when research is carried out to the demographics and looking at the
market size etc. When dealing with customers rather than a specific target market,
getting a good survey with good responses is customer satisfaction, these surveys are
more likely to be seen and heard over the phone or face to face, depending on what
product is being sold and or what the competition is like. Getting more in depth with
the way market research is carried out; a second way of market research is focus
groups as usually they involve physical presence this is normally where meetings
occur in companies with specific research in order not to disturb to the participants of
the meeting. If a product is going in to a shop, one of the many ways could be
observational research i.e. seeing how many people going into the store daily or a
weekly basis and what attracts them first, there are sometimes surveyors outside
supermarkets which have different methods of the type of research. I think that
surveys are the most commonly used because of how easily accessible they are and
also they are useful for looking at the demographics and the attitudes of the
audience/target market, if you want specific answers to a yes or no questionnaire this
is also the one.
Explain market analysis. Why is it done and who could carry it out for you?
Market analysis is like further investigation exploring the dynamics of a specific market
or industry. Through this analysis strengths and weaknesses are also researched
alongside the threats of competing businesses. Market analysis can also look at the
purchasing side of things including promotional activities and work force. The analysis
is done to determine the market size and trends to accompany the demographics
previously researched, it is to further widen the sources and information to then try and
get the promotional ball rolling. There are different segments to market analysis with
most of them being involved with profit and the costs beforehand. It is also consumer
analysis, considering on behaviour. A market research report is one of the first steps
into market analysis although they do need careful interpretation especially if it is
focused on specific demographics including behaviour. There are teams designed
specifically for looking at analysis and researching that could work together to create a
promotional or profitable outcome.
Explain marketing strategy using examples.
The marketing strategy is solidly a plan of what methods to use when advertising and
so forth, it looks at long -term objectives and some of the basic methods to get an
advantage early on. Some of these strategies can be fundamental to reach needs and
the objectives discussed earlier. Taking the marketing trends into context with the
demographics some of the strategies are partially planned however mostly unplanned
because of the customer value and how much it changes over time. Most of the
analysis takes place externally looking at competitors, customers and target markets.
A mix in the market is also what’s looked in to in case an irrational product is released
by an opposing business. The long term objectives are the main examples, if a
2. company has a goal to bring out the product in so many weeks, how many they want
to profit and how successful the target market reacts to it. The strategy is an
explanation of what you want whereas the plan is how you’re going to achieve those
things and it’s the application of your strategy. Most big companies have a strategy in
place, clothing stores will implement this about their long term objectives to keep the
chain running which will be the main one and to invest in the market to see what
products are still popular – although this leans more towards the plan.
Why is advertising so important to an organisation? Use examples to help you explain.
Advertising in the modern world is the primary front for an organisation. Social media
at the minute has the biggest influence on advertising and this could be with or without
celebrity endorsement, companies can pay to have things promoted on Facebook and
Twitter. Without advertising consumers and the target market wouldn’t see or hear
about potential product, advertising can be found everywhere, in social media,
magazines, newspapers and billboards, as the digital era takes over companies are
turning to the internet to grasp their audience, if it appears in their news feed they are
more likely to read it. To fit an example into this and social media, companies will be
aware of interests in the people that you follow and vice versa, this can be anything,
ranging from food to clothing and novelty, it is mainly promotion although it can get
ignored when people are scrolling on mobile phones etc. Advertising also gives
companies the chance to explore their target market more and what approach they
want to take in getting their message across. The way advertising speaks to specific or
your audience can change their opinion in a matter of seconds this can depend on the
wording and or the graphics so understanding your target market before advertising is
pivotal. Depending on what your audience is also helps in what way you should
advertise, whether they watch television at specific times, what products they buy
regular and all the other details. Some of the techniques that organisations use is
repetition, these are likely to be TV adverts, the other is claims, where the organisation
claims that there is something extra in the product to make it more appealing. An
association can also connect with the target market on an emotional level, like models
in beauty adverts and sports stars appearing in sports equipment advertising. More
and more celebrities seem to be the fundamental value of advertisements globally
because they sit on a level with the target market and when companies see this, this is
where they also see profitable demands.
What is brand promotion and what methods could you use to promote a brand?
Brand promotion is kind of like endorsement where the company links up with another
company or celebrity to promote the brand. Some of the most common include alcohol
products in films. Overall this sort of promotion ties with the marketing strategy, as it is
intended to boost customer loyalty, sales, company value and the biggest factor –
competitiveness. One of the methods to brand promotion is building a loyal client
base, the company needs to make sure the customers/target market are well aware of
their key selling points and the company portrays their merchandise or services to a
higher standard, once a foundation is set with the customer it then starts a chain of
buying the product more frequently and raising sales. Much like brand promotion is
endorsement and advertising it seems that endorsement is becoming more
widespread in promotion taking in to consideration how the target market starts to
differ, sports stars are at the centre of sports equipment promotion and are selected to
offer the attention of the intended customer and can end in surprising results
especially if the demographics are quite young like Addidas or Nike for football boots.
The way that the promotion is dealt with can underlay the companies values and like
advertising again – can build an ‘emotional relationship’ with the customers and lets
them know why it is your product they should be buying. The key selling points that
companies tend to get across are cultural functions, the fun factor and the importance
3. of the customer – for certain brand promotions like fast food chains they are situated
around showing family scenarios/bringing the family together which entices the
importance of the customer and the fun factor of eating with the family – KFC and
McDonald’s are prime examples of this. Event marketing can also tie in with brand
promoting with sponsors at live music events and so on, this could be one of the most
effective ways if the brand is a drink bottle, lets take Lucozade with their events in
festivals and sport people are going to want to buy it because of the value. Sometimes
the brand promotion doesn’t always have a direct form as endorsements in
advertisements it can come in a form of the celebrity wearing the branding without
intending to or briefing with the company first.
PR
What are some of the key principles involved in managing the message?
The main idea of messaging in PR is to instil a consistent story around a product,
person or company. It is also about getting the message delivered properly, this could
include making sure that the product or person is always seen in a positive or
influential light across all sources and in media. Most celebrities enlist the help of a PR
to help foresee their antics in the press or in the industry if needs be, although most
PR’s for the modern world aren’t really dependent on as celebrities seem to be suing
newspapers etc on their own. Public relations can’t control the media, especially with
the influence socially on Twitter with gossip constantly circulating, twitter rumours can
sometimes make the news depending on what type of views people have. One of the
key principles in PR is making sure that you talk about what stays the same and what
may change, this shows a balance and that the PR can have the upper hand or plan
what to say if the situation changes or stays the same. Discussing and reinforcing
what will stay the same – this can be for a product or a person, it is important because
people will make the rest up themselves if they don’t know any information this could
be damaging to the company as false information gets passed round and consumers
turn their noses up. Public relations relies heavily on communicating with the asked
audience and therefore being honest and open about the message can ultimately lead
to getting the message managed and delivered properly. Having a vibe about a certain
person or product can eventually seek influences and key beliefs on the public and
then gaining the right credibility, which is often classed more effective than advertising.
If the company is selling directly to the consumer, you have to be part of their direct
environment, this doesn’t entirely mean advertising it just sums up about making sure
the product or the person is in the right place at the right time and the undeserved
credit goes to you as a PR. Most PR’s now are shoved into social situations
channelled by internet marketing venues, although this isn’t the most acceptable as
there isn’t a real back and forth conversation – you can’t tell whether someone is lying
or not through a message, this comes under early communication and creating openly
as well as honestly. There can be damaging times for a PR as they need to come in if
a product becomes brand damaging as mentioned earlier the PR has to be direct
about the changes and the things that are staying the same to not hinder any more
product sales then there already is.
4. What is positive publicity? Find an example of it to help explain.
Much like the PR has to be open and honest about the product/person, the positive
publicity side is trying to find the positives in everything. One of the examples to use
was when Cheryl Cole split up with her footballer husband Ashley Cole, the positive
publicity of that was that she could focus on her singing career and how her past
singing career in band ‘Girls Aloud’ would not affect her love life previously and after
Ashley Cole. Sometimes positive publicity can be clashed with spin, as there is a need
to find the good in everything and something, with a celebrity, this includes social
media something as insignificant as an item of clothing the celebrity is wearing can
penetrate a positive publicity outburst. Positive publicity can have a knock on effect for
the product or person thus increasing sales or fans. Social media is increasing in
positive publicity with fans already spreading positive words and thus inviting new
fans. Mostly now there isn’t much positivity in newspapers however going back to
social media a tweet with so many positive replies etc. could boost the ego for the
product/celebrity and it becomes a cycle. Writing a report about someone in a positive
light brings out all the pros and highlights more other than the story they are trying to
put across. A publicity stunt could be used in this context if one was decreasing in
sales or going bankrupt – a scenario could be that a celebrity has done a charity event
and has made it onto the news and therefore that is positive publicity because he/she
is the centre of attention. In celebrity terms, they will do anything now to get on the
television screen etc. to be recognised for something good to create the positive
publicity for themselves, referring back to the PR example, they try to put the product
or person in the positive light but always work in the back ground. Positive publicity
doesn’t always come from the fans/company/celebrity themselves the press often
inject a positive story into the papers whether it be small or a big event. Most of the big
celebrities tend to get more of the publicity simply because of who they are, this could
boil down to the money aspect or just their status, in mainstream magazines it is
usually music stars. In newspapers and magazines some of us may not notice the
motive behind why a particular company appears there, again it all comes together
with market research with the added claim, which insiders will look into to boost the
whole product for up selling.
In public relations terms, what is spin? Find an example to help you with your
response.
Spin is turning a negative story into a positive one or vice versa. An example of this is
that most medical news stories are subject to s spin on testing new drugs. Discovered
on the NHS website, most of the spin stories gathered on the website are:
Reporting positive effects that were not statistically important – so that the
effect could have been the result of chance.
Focusing on an outcome that the trail was not designed to study – to use
acupuncture to treat hot flushes found incidentally that the treatment produced
a slight improvement in sex drive so the headlines were full of spin.
These type of stories have been at the focus of spin on turning something into
a positive particularly with the new trial story, as it is positive for the news
headline as it attracts people but negative for the NHS because the trial was
unsuccessful. With the NHS treating thousands of sick patients each day, new
trials that are being brought out are sure to hit the headlines by making it
positive for readers before it has actually been tested.
5. Why might a person or a company engage in damage limitation? Using an example
will improve your grade.
A person or company using damaging limitation is the process of limiting the effects on
an action or mistake, for example ‘the government is involved in a damage-limitation
exercise to minimize the effects of the scandal.’ An example found of this has been
through money lenders Wonga, the company has been heavily criticised for charging
interest that was more than 5000% APR and last Autumn wrote off £220M in debt, in
avoidance to be beaten by the newspapers due to being ‘irresponsible’ the company
then removed the use of the puppets which were seen as elderly, this move was
described as ‘reducing the risk of inadvertently attracting the very young or
vulnerable.’ The company has also gone to other measures by ending its sponsorship
deal with Blackpool FC and has also agreed with Newcastle F.C to remove its logo
from all the replica shirts sold for children from next season onwards. The reason why
the company has engaged with damage limitation is because it is deemed
irresponsible for attracting the wrong sort of customers by other competitors, by
changing something like this it will then take some of the pressure off the company for
a little while as they have made a positive change.
What benefit could there be to an organisation to create an event? Use an example of
a marketing or PR event to support your responses.
Some organizations may use events to raise awareness for something, one of the
ways possible for this is by advertising – this can be through social media or through
flyers. A charity organization for example may use leaflets to advertise their event, in
some cases these come through people’s letterboxes or able to take home in bunches
from church halls. Organizations such as clubs and pubs may also use this method to
raise awareness of their event, some of the popular ways clubs and pubs do this is by
brand promotion, these are in the forms of wristbands, people who work there give
these wristbands out to the general public (over 18), I have been given a wristband to
enter Fibbers, this way is good to get people into events because the wristband
entitled them to enter for free however they are still paying for drinks once inside.
Positive publicity could also work for local events as local newspapers would positively
advertise the event particularly if it is in the event of a charitable affair, the use of
stating only positive news is that the public can’t pick any flaws at the event or the
company and if it has good publicity from the press more of the public will be attracted
to turning up.
What is lobbying and who is most likely to be influenced by it?
The definition of lobbying is to seek to influence a legislator an issue. Most politicians
are most likely to be influenced by this as they have the most power to change laws
and to have an influential effect on the public. An example I have found of lobbying is
from Greenpeace (http://www.greenpeace.org.uk/about/lobbying) from their website
they state, “in our lobbying work, we target and engage in those positions of power
and pressure them to take the bold steps needed to protect the planet. We make sure
that our campaign demands are clearly heard by decision-makers, and we ask them to
translate these demands into real action that protects the environment.” The company
also organize events for MPs in Westminster and at party conferences to lobby their
way into higher demands.